The Multiplier Effect
TV + print improves communication
Rolf Speetzen Senior Research Executive, Axel Springer Verlag AG, Germany.
CENTRAL QUESTIONS
Evidence of the improved effectiveness of mix campaigns requires answers to the following questions:
- What advertising content can the respondents recall following single or multiple media exposures?
- How extensive or diverse is the recall of the advertising content following single or mixed media exposures?
- Can the contents of the advertising message merely be repeated or has the respondent actually processed or digested them?
- What communication-enhancing effects can be achieved by multiple media exposures?
- What interaction is there between TV...